For Mercedes-Benz, this has been described as luxury, performance, and style. Other recurring words are wealth and comfort. This shows Mercedes is clearly a luxury brand. The brand is also admired by many due to its stylish design.
Brand Vitality which refers to the current and future growth potential that a brand holds in it. Brand Stature which refers to the power of a brand. Both of these heads can be further divided to have the following parameters for judging the brand- 1.
Differentiation It is the ability of a brand to stand apart from its competitors. Differentiation has three constituents to it. It has more to do with the credibility, authenticity and originality of the idea that the brand carries. Distinctive-refers to the worthiness of a brand. Esteem This refers to the consumer perception about the brand.
Whether a brand is popular or not, whether it delivers on its stated promises- all this contribute in building up the esteem of the brand. Knowledge This refers to the degree of awareness about a brand in the minds of its consumers.
This is very important in building a brand and making the consumers understand of what the brand actually stands for and its implicit message to the consumers.
The Management Dictionary covers over business concepts from 6 categories.The collapse of the Berlin Wall led to a boom in car sales in Europe, and in BMW outsold Mercedes-Benz in Europe for the first time.
In BMW formed a joint venture with the British aerospace company Rolls-Royce PLC to produce aircraft engines for business jets. Keeping this in mind and to keep its positioning different from its competition from BMW and Mercedes Benz, it has highlighted the following factors.
The brand identity prism of Audi gives a view of that. Brand Identity Prism CBBE Model. Brand Architecture. Journal of Strategic Marketing, 21, – /X [Taylor & Francis Online] [Google Scholar]) observes that a product with higher brand equity can off-set the first mover advantage enjoyed by a competing product in the case of a new market because of the brand trust and brand reputation enjoyed by it.
According to the brand model by Leslie Butterfield the core brand of Mercedes-Benz is enduring passion. Brand associations, product and values are shown in more detail on the right side of Figure View the entire line of Mercedes-Benz luxury sedans, coupes, SUVs, and sports cars organized by class and style.
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